Super Bowl ratings will feel the rush of a surge this weekend. Exclusive VIP+ research with themarugroup shows why
Another consideration is that 2021’s final was multicast on CBS and CBS All Access as well as on digital sites for the NFL, CBS and Yahoo Sports, and it was the first Super Bowl to be multicast on a major SVOD. Nielsen doesn’t factor SVOD viewership in its figures; with NBC multicasting onto Peacock this year, it may siphon viewers who would otherwise tune into the linear broadcast., to cover those people watching in a bar, at a party or anywhere else.
It would be surprising for OOH numbers to be the key factor behind this year’s viewership surge. Consumer research platformfound that just 2% of U.S. adults intended to watch in a bar or similar public venue, with 1 in 10 saying they would attend a Super Bowl party. It's important to note a key similarity in this year’s Super Bowl to last year’s. 2021’s final featured the Tampa Bay Buccaneers, who upended top seeds in their march to the big game. 2022 features the Cincinnati Bengals, who also entered in the wildcard round and vanquished top seeds en route to the final.
Another point of note for an audience estimate is assessing public interest. While not an exact science, surveys are usually accurate, directionally at the very least. Maru Group’s exclusive research for VIP+ shows that 56% of U.S. adults intend to watch this year’s game, which is 5 percentage points greater than those who reported watching last year. Using rudimentary math, this suggests an audience increase of at least 5 million.
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